A Home Run on the Fast Break: Nestlé and the NBA Team Up
Swiss food giant Nestlé is advancing its marketing strategy and making a global splash in the sports sector. Through a comprehensive partnership between the NBA and the Milo, Nescau, and Nesquik brands, the company aims to expand its international reach and engage young people.
Heading Toward Global Platforms
Anyone who follows Nestlé’s marketing strategy can see a clear trend toward large, global platforms. Following recent, internationally acclaimed successes in the creative arena—such as KitKat’s strong showing at the Cannes Lions—the company is now taking the next step in sports marketing. Starting January 1, 2027, Nestlé and the National Basketball Association (NBA) will enter into a multi-year international marketing partnership.
The agreement spans 21 markets across four continents, making it the largest international brand partnership in the company’s history to date. At the heart of the partnership are the Milo, Nescau, and Nesquik brands, which will serve as official partners of the NBA. The agreement aims to connect fans worldwide and, above all, to promote youth development in basketball.
A Strong Focus on Youth Development
Plans include joint initiatives in select youth development programs and platforms such as the Jr. NBA/Jr. WNBA, the NBA Basketball School, the Coach Academies, and formats such as Her Time to Play and NBA 3X. The partnership is complemented by retail activations, on-pack promotions featuring NBA branding, and a presence at major events such as the NBA Global Games and at NBA House.
«For decades, our brands have believed in the power of sports to bring out the best in people,» explains Liberato Milo, SVP and Head of the Confectionery & Snacking Strategic Business Unit at Nestlé.
In the past, we have seen how sports release energy, build self-confidence, and promote healthy habits. Together with the NBA, we want to harness the power of basketball to reach consumers on a large scale and inspire families to be more active.
Growth Together in 21 Markets
The NBA is pleased with the scope of the partnership. Nestlé is one of the world’s best-known brands and has a long-standing global connection with consumers, emphasizes Julie Morris, NBA Senior Vice President of Commercial Development and Media. The goal is to leverage this local market presence to reach fans in new ways and support the global growth of basketball.
The partnership is launching in Australia, Brazil, Canada, Colombia, France, Germany, Ghana, Italy, Indonesia, Malaysia, Mexico, New Zealand, Nigeria, Singapore, Spain, Thailand, Turkey, the United Kingdom, the United States, and Vietnam—with the Philippines to follow in October 2027.
